Randall Watkins, Jr., a third-generation farmer from Granville County, North Carolina, is not just carrying forward his family’s agricultural legacy—he is transforming it. His journey from a tobacco farm to a budding leader in organic sweet potato production reflects his deep connection to the land and his innovative spirit. As the youngest Happy Dirt farmer-owner and the first organic sweet potato farmer in the U.S. to become Fair Food Certified, Watkins is a trailblazer for young farmers in North Carolina’s sustainable farm community.
The Path to Organic Farming
Farming has been the backbone of the Watkins family for generations. Watkins’s grandfather began as a tobacco farmer in the 1950s. “We started out as a tobacco farm in 1955,” he recalls. “My granddaddy passed the farm to my dad, and now I co-own the farm with my dad.” However, as the agricultural landscape changed and the demand for tobacco declined, Watkins saw the necessity and the opportunity to diversify the farm’s production.
Besides necessity and opportunity, Watkins’s transition to organic farming was influenced by personal conviction and external encouragement. “I knew that organic farming was healthier and that it also would give me the opportunity to grow more,” he explains. A neighbor, who owned a restaurant in Durham, NC, urged Watkins to pursue organic certification. From there, Watkins connected with Happy Dirt, an organic produce grower and distributor also located in Durham, NC, allowing him to scale up his operation. He became a Happy Dirt farmer-owner in 2018.
In 2015, Watkins began with 10 acres of organic sweet potatoes. Recognizing that North Carolina’s soil and climate are suited for sweet potatoes, he expanded rapidly. Today, the Watkins has 120 acres of certified organic sweet potatoes, with plans to grow even further. His farm now produces a variety of sweet potatoes, including Covington, Garnet, Murasaki, and purple sweet potatoes, meeting the growing demand nationally for organic produce.
Overcoming Challenges and Embracing Innovation
Farming, especially organic farming, has its challenges. Weed pressure and insects are constant concerns, particularly in wet years. However, Watkins’s experience and resourcefulness help him navigate these obstacles. His approach to problem-solving is rooted in the wisdom passed down from his grandfather and father: “Don’t be scared to work on something. I mean, if it’s already broke, what can you mess up?”
This philosophy was put to the test in 2021 when a tractor broke down during the planting of broccoli and cabbage. Faced with an expensive repair bill, Watkins decided to fix the tractor himself—a decision that saved money and kept the farm running smoothly. It’s this blend of practicality and determination that has enabled Randall to thrive in a challenging industry.
Innovation is a key part of Watkins’s success. He is constantly looking for ways to improve and adapt. His willingness to experiment with new varieties, such as the Murasaki sweet potatoes, reflects his forward-thinking approach. By staying attuned to market demands and customer preferences, Watkins continues to position himself as a young leader in organic sweet potato production.
A Vision for the Future
As the farming population continues to age, Watkins’s story is one of hope for the future of agriculture. Young farmers like him are not only keeping the tradition of farming alive but are also leading the way in creating a more sustainable, resilient food system.
Looking ahead, Watkins is focused expanding his organic acreage to continue to meet the growing demand for organic sweet potatoes. His farm’s produce can already be found in major retailers, as well as regional co-ops and restaurants along the East Coast. With plans to distribute to the Midwest, Watkins’s influence is set to grow even further.
In a competitive industry with innate challenges, Randall Watkins, Jr. stands out. His journey from a small tobacco farm to a trailblazing organic sweet potato producer is a testament to the power of hard work, innovation, and a deep connection to the land. As he grows his farm and inspires young farmers, Watkins is helping to shape a more sustainable future for agriculture in North Carolina and beyond.
